Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- 49% decline in sales 2007-12
- Stabilization when smart and 3DTVs hit their stride
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- Figure 1: Fan chart forecast of U.S. retail sales of televisions, 2007-17
- Battle between plasma and LCD won by LCD
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- Figure 2: U.S. retail sales of televisions, by segment, 2012
- Brand share and marketing strategies
- Samsung, LG, Vizio carry nearly half of sales
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- Figure 3: Brand of most recently purchased television, August 2011-March 2012
- Future of television already here
- Innovation, tech jargon, and sports at forefront of marketing
- Market factors
- Direct competition from other CE products
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- Figure 4: Ownership of PCs, tablets, and cell phones for use with televisions, August 2012
- Retail distribution
- Sales consolidating among two market leaders
- Best Buy and Walmart ride shift to online purchasing
- Most buyers wary of an online purchase
- Best Buy and Walmart best at sealing the deal
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- Figure 5: Leading retailers for televisions purchased in past two years, June 2012
- The consumer
- Households with children central to sales
- Sensitivity to premiums for internet features runs high
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- Figure 6: Willingness to pay a premium for connected TVs, among primary shoppers, June 2012
- Men aged 18-54 eager to buy
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- Figure 7: Intent to purchase television in 2012/13, by gender and age, June 2012
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- Figure 8: Primary television shopper status, by gender, June 2012
- Zoning in on the most likely 3DTV buyers
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- Figure 9: Attitudes toward 3DTVs, by presence of children in household, June 2012
- Low-income households not worth marketing spend
- Multicultural groups differ in attitudes to footprint
- What we think
Issues in the Market
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- Are TVs still relevant?
- How can demand be preserved?
- Do digital movies help or harm sales?
- Can 3D save televisions?
Insights and Opportunities
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- Owning the green position
- Collaboration with content providers
- Segmentation by sex
- The model home
- Moving ads off of television screens
- Why seniors need 3DTVs
- Licensing Android
- Partnerships with value-oriented home video subscription services
- Limiting the consumer’s decision to a binary choice
Trend Application
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- Why Buy?
- The Suite Life
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- Figure 10: Interest in using mobile apps on TV sets, by age, June 2012
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- Figure 11: Interest in an Apple television, by age, June 2012
- 2015 trends
- Old Gold
Market Size and Forecast
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- Key points
- Sales cut in half 2007-12
- Retail sales and forecast
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- Figure 12: U.S. retail sales* of televisions, at current prices, 2007-17
- Figure 13: U.S. retail sales* of televisions, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Fan chart forecast of U.S. retail sales of televisions, 2007-17
Competitive Context
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- Key points
- Accessing the internet on televisions via other CE hardware
- Connectivity via computing products
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- Figure 15: Ownership and intent to purchase PCs, tablets, and cell phones for use with televisions, August 2012
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- Figure 16: Connecting laptops and tablets to TVs, by age, June 2012
- Figure 17: Connecting laptops and tablets to TVs, by presence of children in household, June 2012
- Game consoles
- IPTV boxes
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- Figure 18: Ownership of and intent to purchase IPTV boxes, August 2012
Market Segmentation
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- Key points
- LCD to be last category standing
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- Figure 19: U.S. retail sales of televisions, by segment, 2010-12
- Figure 20: U.S. retail sales of televisions, by segment, 2007-12
Leading Brands
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- Key points
- Vizio rises from launch to leading LCD-brand in five years
- Korean leaders carry 28% of units, grab share from Japan Inc.
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- Figure 21: Brand of most recently purchased television, by when acquired, August 2011-March 2012
- Figure 22: Brand of most recently purchased television, by household income, August 2011-March 2012
Marketing Strategies
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- Key points
- Samsung
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- Figure 23: Samsung smart TVs, “Taking over” television ad, 2012
- Vizio
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- Figure 24: Vizio 3D TVs, “It had to get better” television ad, 2012
- LG
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- Figure 25: LG Cinema 3D TVs, “3D TV test” television ads, 2011
- Sony
- Panasonic
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- Figure 26: Panasonic VIERA smart TVs, “Best picture quality” television ad, 2011
Retail Distribution
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- Key points
- Best Buy and Walmart take half
- About one in five sales occurring online
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- Figure 27: Retailer where most recent television was purchased, by those who purchased in past two years, June 2012
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- Figure 28: Retailer where most recent television was purchased, by household income, June 2012
- Limited intent to purchase online
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- Figure 29: Intent to purchase next television online, by age, June 2012
- Figure 30: Intent to purchase next television online, by number of people in household, June 2012
- Televisions still too important for taking risks off-brand or off-line
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- Figure 31: Television shopping attitudes, June 2012
- Best Buy, Walmart best at closing the deal
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- Figure 32: Retailers shopped for televisions and conversion from shopping to purchase, June 2012
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- Figure 33: Retailers shopped for televisions, online or in-person, by age, June 2012
- Figure 34: Retailers shopped for televisions, online or in-person, by age, June 2012 (continued)
Innovation and Innovators
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- Samsung, LG, Vizio provide Android/Google TVs
- 2D to 3D conversion
- Voice- and gesture-based interfaces
- 4K TV
Ownership and Intent to Purchase
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- Key points
- It’s a family affair
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- Figure 35: Number of televisions owned, years since most recent purchase, and size and cost of purchase by age, household size, marital status, and presence of children, August 2011-March 2012
- Size on the rise
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- Figure 36: Size of most recently acquired television, by when acquired, August 2011-March 2012
- Intent to purchase
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- Figure 37: Intent to purchase television in 2012/13, by presence of children in household, June 2012
- Figure 38: Intent to purchase television in 2012/13, by marital/relationship status, June 2012
- Type of television planned for purchase
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- Figure 39: Type of television planned for purchase, all buyers vs. primary shoppers, June 2012
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- Figure 40: Type of television planned for purchase, by age, June 2012
The Smart TV
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- Key points
- Willingness to pay a premium
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- Figure 41: Willingness to pay a premium for connected TVs, all owners vs. primary shoppers, June 2012
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- Figure 42: Willingness to pay a premium for connected TVs, by number of people in household, June 2012
- Figure 43: Willingness to pay a premium for connected TVs, by presence of children in household, June 2012
- Identifying the features that best sell internet connectivity
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- Figure 44: Interest in and willingness to pay for specified internet-related features in next TV, June 2012
- Younger buyers want the features, but only if the price is right
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- Figure 45: Interest in and willingness to pay for new features in next TV, by age, 2012
- Figure 46: Interest in and willingness to pay for new features, by age, June 2012 (cont’d)
Ownership and Intent to Purchase 3DTVs
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- Key points
- 25-34s, families, taking the plunge
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- Figure 47: Attitudes toward 3DTVs, by age, June 2012
- Figure 48: Attitudes toward 3DTVs, by presence of children in household, June 2012
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- Figure 49: Attitudes toward 3DTVs, by intent to purchase television in 2012/13, June 2012
Power Consumption—Interest in Efficiency
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- Figure 50: Attitudes toward television power consumption, by age, June 2012
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- Figure 51: Attitudes toward television power consumption, by number of people in household, June 2012
- Figure 52: Attitudes toward television power consumption, by presence of children in household, June 2012
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Men and Televisions
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- Key points
- The case for segmented marketing
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- Figure 53: Primary television shopper status, by gender, June 2012
- It’s a man’s world, except at the point of sale
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- Figure 54: Retailers shopped for televisions, online or in-person, by gender, June 2012
- Figure 55: Retailers shopped for televisions, online or in-person, by gender, June 2012 (continued)
- Men more likely to be keen on 3D, smart TV
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- Figure 56: Attitudes toward 3DTVs, by gender, June 2012
- Figure 57: Type of television planned for purchase, by gender, June 2012
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- Figure 58: Interest in and willingness to pay for new features, by gender, June 2012
- Men putting money where mouths are
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- Figure 59: Price paid on most recently purchased television, by gender, August 2011-March 2012
- More than half of men 18-54 plan to buy a TV in 2012/13
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- Figure 60: Intent to purchase television in 2012/13, by gender, June 2012
- Figure 61: Intent to purchase television in 2012/13, by age, June 2012
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- Figure 62: Intent to purchase television in 2012/13, by gender and age, June 2012
The High-Income Buyer
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- Key points
- Moving ads off of television screens
- The case for model homes at retail
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- Figure 63: Number of TVs owned, size and price of most recently purchased TV, and years since most recent purchase, by household income, June 2012
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- Figure 64: Types of television owned, by household income, August 2011-March 2012
- Willingness to pay a premium for new tech
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- Figure 65: Willingness to pay a premium for connected TVs, by household income, June 2012
- Figure 66: Current usage of internet features, by household income, June 2012
- Selling the features for which high-income groups are most likely to pay a premium
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- Figure 67: Interest in new TV features, by household income, June 2012
- Figure 68: Interest in new TV features, by household income, June 2012 (continued)
Impact of Race and Hispanic Origin
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- Key points
- A little surprise from black households
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- Figure 69: Number of televisions owned, by race and Hispanic origin, August 2011-March 2012
- Getting tubes out of black homes
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- Figure 70: Types of television owned, by race and Hispanic origin, August 2011-March 2012
- Minority groups provide more bang for the marketing buck
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- Figure 71: Price paid on most recently purchased television, by race and Hispanic origin, August 2011-March 2012
- Asians least convinced bigger is better
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- Figure 72: Size of most recently acquired television, by race and Hispanic origin, August 2011-March 2012
- Figure 73: Attitudes toward television power consumption, by household income, June 2012
Appendix – Additional Data on Internet Features and Smart TVs
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- Figure 74: Current television usage of internet-based features, by age, June 2012
- Figure 75: Current usage of internet-based features on TV, by presence of children in household, June 2012
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- Figure 76: Willingness to pay a premium for connected TVs, by age, June 2012
- Figure 77: Interest in using mobile apps on TV sets, by number of people in household, June 2012
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- Figure 78: Interest in using mobile apps on TV sets, by presence of children in household, June 2012
- Figure 79: Interest in and usage of computing devices with television sets, by household income, June 2012
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- Figure 80: Interest in an Apple television, by household income, June 2012
- Figure 81: Interest in an Apple television, by number of people in household, June 2012
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- Figure 82: Interest in an Apple television, by presence of children in household, June 2012
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Appendix – Additional Intent to Purchase Data
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- Figure 83: Intent to purchase television in 2012/13, by household income, June 2012
- Figure 84: Intent to purchase television in 2012/13, by race/Hispanic origin, June 2012
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- Figure 85: Intent to purchase television in 2012/13, by marital/relationship status, June 2012
- Figure 86: Intent to purchase television in 2012/13, by presence of children in household, June 2012
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- Figure 87: Intent to purchase next television online, by household income, June 2012
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Appendix – Other Useful Consumer Tables
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- Figure 88: Television shopping behavior, by household income, June 2012
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- Figure 89: Features on most recently purchased television, July 2007-March 2012
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- Figure 90: Television shopping attitudes, by age, June 2012
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- Figure 91: Television shopping attitudes, by when next purchase is planned, June 2012
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- Figure 92: Brand of most recently purchased television, by race/Hispanic origin, August 2011-March 2012
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- Figure 93: Attitudes toward 3DTVs among primary shoppers, June 2012
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Appendix – Additional Tables on Retailers Shopped
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- Figure 94: Retailers shopped for televisions and conversion to purchasing rate, June 2012
- Figure 95: Retailer where most recent television was purchased, by age, June 2012
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- Figure 96: Retailers shopped for televisions online, by gender, June 2012
- Figure 97: Retailers shopped for televisions online, by age, June 2012
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- Figure 98: Retailers shopped for televisions online, by household income, June 2012
- Figure 99: Retailers shopped for televisions in-person, by age, June 2012
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- Figure 100: Retailers shopped for televisions in-person, by household income, June 2012
- Figure 101: Retailer where most recent television was purchased, in-store vs. online, June 2012
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Appendix – Trade Associations
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